If your digital marketing campaign isn't bringing the results you imagined, then it doesn't necessarily mean that the marketing practice itself is fruitless. Instead, it's a sign that something went wrong either in the planning or execution of your strategy.
We've seen plenty of businesses treat digital marketing like a sprinkler system that needs to be adjusted once a year. But digital marketing is more like a flower that needs constant attention, watering, and sunlight.
According to this Forbes article, businesses should regularly check their campaign's performance:
"When it comes to digital marketing, there’s no such thing as “set it and forget it”. Campaigns require constant maintenance and oversight, and that means checking in regularly to measure performance. That’s not to say you need to sweat every single day-to-day change in your website visitor metrics, but you should be paying attention to macro trends."
This is often the source of the problem. There was no recognition, no adjustment, and perhaps even no evaluation at all.
Know when something's wrong
Digital marketing doesn't bring results overnight, so we admire patient businesses. But if you see that your campaign is generating unqualified leads and creating irrelevant content, then you can't just sit back and wait for it to run its course. There's a difference between a single ignored blog and an unsuccessful content series.
Bonus: Want to identify where you went wrong? Download our simple 30-Point Checklist that we use for our own clients!
Go back to the fundamentals
If you can't catch the problem in its tracks, then you're probably better off revisiting your strategy. Take a look at your target audience and see if that's who your campaign is attracting in practice. Look at the quality of the leads you've generated. See if your sales representatives are contacting all of those leads. And most importantly, look at a wide range of analytics to see where your campaign performed weakest.
To talk more about growing your business with digital marketing, or anything else, contact us today.